♪ We are the movement ♪
(gentle music)
♪ Boys will be boys ♪
♪ Will be boys will be boys ♪
(slow emotional music)
Consumers in the younger generation
expect brands to get in an have a say
and have a point of view.
Nine out of ten people actually say
that they feel better about a brand when it takes
a social or environmental stance.
More than half of people are making choices
on brands based on shared values,
and more than half of people from Gen Z
all the way to Boomers, really expect brands
to take a stand on societal issues.
(uplifting music)
Why can't run like a girl also mean win the race?
The brands that I personally admire the most
are brands that have a point of view.
A point of view on like, what's happening out there,
especially if you can link that point of view
to the positioning of the brand.
(soulful upbeat music)
♪ All I ask is that you let me feel my way ♪
I think they've got to do it in a way
that is authentic to who they are and where they want to be,
not something that's just topical
and they feel like is just gonna tick some boxes for now.
[Narrator] Why try to blend in?
(upbeat music)
When you can choose how to stand out.
Sometimes a brand's gonna make the mistake
of trying to take a stance on a bunch of different
things that, you now, at some point,
you're like, well do I really care what a toilet paper
brand thinks about, you know,
this specific issue?
But I think there are certain things
that brands have to fundamentally believe in,
and they have to take a stand on if it's important for them.
We have so many problems in the world
that governments are not gonna be able to solve
by themselves so I think brands and companies,
they have a role to play.
But I think the most important thing is that the core
business of whatever industry you are in or whatever
company you are in, is actually positive
for people and for society as a whole, you know.
So your business needs to have meaning
and needs to impact people in a positive way,
because at the end, you know, you spend,
if you have like social causes and you have activism,
whatever, this is like 5%, 10% of what the brand does.
But I think consumers are really asking the question
what is the other 90%?
You know, your core business, where you really spend
the money and you spend the time.
Is that good or bad for, you know, for society?
Millennials and Gen Z, they care a lot
about what companies and what the people who work
for those companies care about, right?
That's important to them and authenticity
is important to them.
And I feel like, you know, companies today
and particularly the NFL,
we have such a big part in people's lives
and we do have such scale that I feel like it's not
only an opportunity, but you know,
it's really a responsibility to do things good in the world.
[Player] No time to waste. Let's work.
[Narrator] Inside these lines.
We may have our differences but recognize
there's more that unites us.
Inside,
these lines.
Business has become, again, in a connected world,
incredibly powerful.
Some of these large companies are,
they're like many nation states under themselves.
And they can influence more and drive more behavior.
It is more about how do brands
really innovate around the change that people want to see?
I don't think it's really about picking a side,
if it's political, but it's more,
removing that from the equation and truly understanding
the issue,
because chances are, the issues are aligned
around changes in the environment,
things we need to do differently to better shape
our economies, or to bring real societal change
around the world in which we can all thrive.
Everyone wants to save the world
and I get it,
and sometimes it works really well.
I think that Kaepernick is amazing
because it was like a perfect storm of an athlete
who had a point of view, took a knee for the country,
President didn't like it,
Nike athletes, perfect.
But not very many people get a chance
at that kind of perfect storm.
But for us, we believe brands should have a sense
of humor, they should have a conscience, yes,
but also, humor allows people in.
Is there a way to use humor as a part of social
and political conversations or is that way too scary
because it could go so wrong?
Oh, it's used all the time as part of social
and political conversations.
People get their news,
not from, not from straight news people anymore
but from people that make fun of the news.
So if you do it right,
if you're adding value to the conversation,
if you're like, putting yourself on the right
side of history, if you can tie it back
to the position of the brand,
I think chances are that you are going to increase
brand love and over time that will probably translate
into better business for your brand.